Advertising content as a socialization agent: potential reinforcement of gender stereotypes

Abstract

The need for investigation of gender images presented by the media has been highlighted by such international organisations as the United Nations and the Council of the European Union. As agents of socialization, advertising and the media generally can play a significant role in changing social attitudes, by reflecting a diversity of potential functions of men and women, varied roles in society, and a more gender-balanced distribution of responsibilities in all areas. This article is an exploratory study of the links between the content of magazine and television advertising in Spain and the process of social change. The main results obtained show that gender stereotypes and traditional gender roles are still present in advertising, especially on television, thus justifying the concerns expressed by the above mentioned organisations.

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